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New Media ICA 1

New Media ICA 1. Successful Story: Best Job in the world Campaign. Background of Campaign. L aunched in January 2009 by Tourism Queensland, Australia

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New Media ICA 1

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  1. New Media ICA 1 Successful Story: Best Job in the world Campaign

  2. Background of Campaign • Launched in January 2009 by Tourism Queensland, Australia • Its aim embark a global search for a suitable island caretaker to explore the Islands of the Great Barrier Reef in Queensland Australia and report back to the world about its experience. • The concept was simple: post a one-minute video application on TQ’s Web site

  3. Type of Media Platform Used • Social Media • Facebook • Twitter • Interactive Website • Youtube • Traditional Media • Public Relation

  4. Facebook • Created a Facebook Page which talk about the island and campaign • Aim was to let the fans on facebook to refer their friends to the website • Results  378,735 facebook referrals in 12 months and a 67% increase in TQ Facebook fans 2,356 (Jan) to 7,196 (Jun).

  5. Twitter • One of the social media platform used was Twitter. • created the twitter account to let their audience follow their tweet and thus from there proceed on to their main website. • Result  there was a 93% increase in TQ Twitter followers 335 (Feb) to 5,302 (Jun) along with 24,782 Twitter referrals to islandreefjob.com.

  6. Youtube • Beginning aim to upload a video to Youtube and explain why he/she is fit for the job • They used Youtube to advertise about the recruitment of the job and the island • 610 hours of user generated content on islandreefjob.com/Youtube following application process.

  7. Interactive Website • Aim for the campaign  bring in 400,000 people into the website within 1 year of the campaign • Result  3 billion people via islandreefjob.com and 8,465, 280 website visits. • The number of page views for the website was 55,002,415 with people spending about an average of 8 minutes on the website.

  8. Reasons why they were successful • Campaign attracted over 34,000 applications from Azerbaijan to Zimbabwe • Within 48 hours of having the campaign launched on the internet and the social networking sites like Facebook and Twitter, there were already more than 7,500 online applications for the job.

  9. Reasons why they were successful • Its official launch of the advertisement more than 200,000 people logged on to the site in the 1st weekend alone • Received global news coverage from variety of news media companies like CNN, BBC, Time Magazine and Private Eye • Picked up the top awards at Cannes Lions and became the first ever campaign to win 3 Grand Prixs (Cyber, PR and Direct).

  10. Reasons why they were successful • The campaign itself won two Platinum awards and a Best of Show for best worldwide PR campaign of the year at the 2010  HSMAI Adrian Awards.   • more than $106 million worth of ad value for worldwide publicity • 647 million media impressions in the U.S. and Canada alone.

  11. Conclusion • The initial campaign aim were set low  did not expect many media impression on the recruitment • Thought of using social media  due to lack of budget funds • They have won many awards and show outstanding result from the campaign

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